The Columbus Dispatch launched monthly editorial campaigns called "sweeps" in 2014 to increase readership and advertising revenue. Each sweep focused editorial coverage and promotions around a theme for a month. They partnered with local advertisers who provided prizes for sweepstakes to generate interest. The sweeps resulted in increased subscription sales, article readership, advertising spending, and sales for sweepstakes partners. Subsequent sweeps refined the strategy and continued achieving positive business results through coordinated editorial content, promotions, and community partnerships.

1. Newspaper Sweeps

2. Starting Spring 2014, The Columbus Dispatch launched three month-long campaigns where
media efforts are allocated towards two engagement campaigns.
1. Editorial builds a month-long calendar of stories – which get promoted in-paper, via digital,
social, out of home, TV & radio
2. Coincide the increased readership with a major sweepstakes by partnering with an
advertiser to generate increased reader / consumer interest – resulting in heightened brand
awareness for the advertiser & marketable leads for both
Results:
1. Increased subscription sales (YoY)
2. Lift in article readership
3. Incremental ad spend
4. Advertiser sales / visits significantly out-pacing YoY comparable metrics (all partners are
committed to repeat in 2015)
“Sweeps” & Sweepstakes

3. Editorial Content Promotion
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Digital outdoor billboards run the afternoon before
and the morning the story runs in the paper.
10 to 12 times during the month, we give an extra push to a story with TV and radio
buys.
In-paper promo ads run day before story
Stories posted & promoted on FB

4. April 2016 Sweeps Had The Best Article Recall Yet
All sweeps had very similar demographics
April ‘16
Sweeps
Nov ‘15
Sweeps
Sept ‘15
Sweeps
Male 50% 53% 51%
Female 50% 47% 49%
Average Age 61 61 60
CDAC Columbus Dispatch Sweeps Testing September 2015 & Nov 2015 & April 2016.
For both panels. Only articles that were read are part of graph

5. Sweeps Performance Indicators
CDAC Columbus Dispatch Sweeps Testing September 2015 & Nov 2015 & April 2016.
For both panels. Only articles that were read are part of graph

6. Sweeps Partners

7. DMG Produces All Promotional Assets – TV, Radio, Print & Digital
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8. Partner Ad Revenue
Advertiser Provided
Prizes
Leads
Generated
Spring 14’: CBJ -
$15,000 in
tickets/experiences
3,000
Fall 14’: hhgregg $175,000 $20,000 in gift cards 4,475
Winter 14’: Columbus Zoo $15,000
$20,000 in tickets /
experiences
2,300
Spring 15’: Ashley Furniture $140,000 $20,000 in gift cards 2,260
Fall 15’: hhgregg $50,000 $5,000 in gift cards 4,300
Winter 15’: Columbus Zoo $20,000
$20,000 in tickets /
experiences
1,725
Spring'16: CBJ & Meyers
Jewelers
$0
$5,000 in Cash & $5,000
Breitling Watch
8,100
Fall '16: Maytag/hhgregg $50,000
$8,000 in gift
cards/product
TBD
Over $450,000 in Incremental Ad Revenue

10. IMPACT
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11. Key Takeaways
• Improved Subscription sales in sweeps months (averaging
8% vs. LY – same period) & improved engagement with
our content
• Increased ROI (foot traffic & leads) for advertising partner
• Rejuvenated Editorial team… “A Month of Sundays” – 3x a
year
– Competitive spirit
– Air time & promotion
– Re-inforce “core values”
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12. LEVERAGING COMMUNITY PARTNERSHIPS –
AFTER OWNERSHIP CHANGE
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Continue To Recalibrate, Refresh And Expand Key Corporate Community
Relationships.

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Continue To Monetize, Grow And Innovate Relationships With Key
Promotional And DMG Rewards Partners
Partners represent $3 million+ in annual DMG advertising revenues

15. QUESTIONS?
Nikhil Hunshikatti
VP, Marketing
Dispatch Media Group
nhunshikatti@dispatch.com
@nikhilbh
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